Columnist Benjamin Vigneron explains how to localize your messaging and optimize your budget across your best performing locations in Google Enhanced Campaigns.
Whether online marketers are looking to localize their messaging or optimize their budget across best performing locations (or both combined), Google’s enhanced campaigns have made it possible to set location bid adjustments (LBAs) while still being able to target specific locations.
So what’s a good set-up for your program?
1. Determine An Efficient But Scalable Account Structure
In addition to any other considerations which may impact your paid search account structure such as breaking out branded vs. non-branded campaigns, or categorizing campaigns by product categories and/or user intent, search marketers should definitely put some thinking into how localized they want their paid search effort to be. More specifically, one can assess the following scenarios:
